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Anonymous: The Role of Personality in
Influencing Consumer Choices in the Sus

The Role of Personality in Influencing Consumer Choices in the Sustainable Fashion Industry

Two coffee shops, same block, same prices. One has a line out the door. The Guest Mindset shows you why - and how to become that business.

Price can be undercut. Product can be copied. What a bigger, better-funded competitor structurally cannot copy is the specific, felt experience of walking into your business and feeling like a genuine guest instead of a transaction. The Guest Mindset is a practical, no-budget-required playbook for building that experience deliberately, so it shows up in repeat visits, referrals, and reviews - not just good intentions.

Written for small business owners in any customer-facing industry, this book walks through every touchpoint a customer experiences with your business and shows you how to rebuild it around genuine hospitality, one concrete habit at a time.

What's inside:
- The "fresh eyes" method for finally seeing your own business the way a first-time customer does
- Why the first ninety seconds of any interaction shape everything that follows - and how to nail them
- The LAST framework for turning complaints into your most loyal customers
- How to design small, unexpected surprises that generate real word-of-mouth
- A practical guide to hospitality online: reviews, DMs, and digital first impressions
- A natural, non-pushy way to ask for referrals that customers actually follow through on
- A thirty-day rollout plan to put the whole system into practice starting this week

The Guest Mindset

How Women Mastermind and Redefine Our Economy

Swiftynomics

For three decades, marketing has sorted people by when they were born. The research in this book says that assumption is wrong.
When asked what drives their daily purchasing behavior more, their generation or their current life situation, 66% of consumers choose life situation. Only 9% choose generation. Nearly four in five would trust advice from someone in the same life stage over someone in the same age group. Nearly nine in ten say their shopping is defined more by where they are in life than when they were born.
These findings come from original primary research across all four major generational cohorts. And they raise an uncomfortable question for an industry that has built campaigns, agency practices, and entire research departments around generational segmentation:

What if birth year was never the right variable?
In Not Your Generation, marketing consultant, researcher, and professor Caleb Roche makes the case that life stage, whether someone just bought a home, became a parent, changed careers, or retired, is a far more accurate predictor of purchasing behavior than the generational labels the industry has relied on since the 1990s. Drawing on a 500-respondent survey and case studies from Apple, Pepsi, Glossier, Patagonia, and Bud Light, the book offers a research-backed argument and a practical replacement framework for marketers who have quietly sensed that something about generational targeting wasn't working.

Inside this book, you'll learn:Why the trust hierarchy that actually drives purchases looks nothing like the one most influencer budgets assume
The two rules of advertising that consistently outperform demographic targeting, regardless of audience age
The 8-cluster life-stage model that cuts across all four generations and reveals the customers your current targeting is missing
How to audit your existing campaigns, rebuild personas around life stage instead of birth year, and measure whether the shift produces better results
Why Apple's "Shot on iPhone" campaign works for everyone while Pepsi's Kendall Jenner campaign collapsed in 48 hours, and what the difference says about how to brief your next campaign

The Research That Rewrites How We Market to People

Not Your Generation

Electronic Commerce & Digital Markets

The use of the internet has seen significant growth in recent years, across devices and national borders. Consumers use the internet for a variety of reasons, such as purchasing products or services, searching for information, consuming digital news and entertainment content, or communicating with friends and family .

These interactions both require and create digital data that has become easier to collect, cheaper to store and more profitable to use. As such, personal data has become a source of competitive advantage for firms, enabling novel business models and improving existing business profits. While these data-driven business models create substantial value for both firms and consumers, they also raise important questions regarding privacy, transparency, and consumer acceptance. Consequently, research in business administration, information systems, and marketing has devoted considerable attention to understanding consumers' willingness to disclose personal information and their responses to data-driven business practices.

This cumulative dissertation investigates how the disclosure and transparent use of personal data affects consumer behavior in digital domains. Across three closely connected essays, this dissertation combines a systematic literature review, controlled laboratory experiments, a field experiment, and a quasi-experimental analysis of secondary data to provide researchers and practitioners alike with insights into consumers' behavior regarding overt data requests and covert data collection. Consumers understand that their personal data holds value and consistently evaluate the advantages and disadvantages of either proactively disclosing data or having their personal data used by firms.

Personal Data Usage and Consumer Behavior in Digital Domains

Consumption is more than the acquisition of products and services: It is a cultural process through which individuals express identities, negotiate meanings, and communicate values. These meanings are shaped within broader social and cultural contexts and, in today’s hyperconnected era, circulate across markets, media, and communities with unprecedented intensity. This book examines emerging artists as cultural agents – Symbolic Architects of Consumption – focusing on Bad Bunny and Saint Levant as market-shaping actors whose music, narratives, aesthetics, and public identities communicate values and cultural codes far beyond the artistic sphere. Drawing on established Theories, the book shows how these artists create and circulate meanings and symbolic codes that shape consumption across fashion, language, lifestyles, and digital culture. Through in-depth case analysis and experimental evidences the volume offers a new perspective on how contemporary cultural actors shape meanings, markets, and consumption together the effects on emotional engagement, symbolic identification, and behavioural responses.Luigi Nasta, 
 Ph.D., is Assistant Professor of Management and Director of the Institute for Entrepreneurship at the John Cabot University. His research focuses on digital transformation and sustainability in creative and cultural industries, entrepreneurial finance and crowdfunding, responsible leadership, and the strategic use of emerging technologies such as AI and big data across business functions. &nbsp;
 
 &nbsp;
 
 Andrea Sestino, 
 
 Ph.D., Qualified as Full Professor of Management and Marketing, is Associate Professor (eCampus), and Lecturer in the same field at Luiss Business School and Affiliate Fellow at ISEM, Universidad de Navarra, Madrid. His research lies at the intersection of innovation management, marketing, and consumer behaviour, examining how immersive and interactive technologies reshape consumer experiences, value creation, and market dynamics. He is also interested in human-technology interaction, cultural consumption, and technology-enabled innovation.
 
 &nbsp;
 
 Luca Pirolo, 
 
 Ph.D., is Associate Professor of Management at Luiss University, Associate Dean for Multi-Hub Strategy, and Director of the Specialised Master Area at Luiss Business School. He also serves as Vice Dean of the LUISS Dubai Campus and as member of the Board of Directors of the Amsterdam Fashion Academy – Luiss Business School, Netherlands.

Consumption is more than the acquisition of products and services: It is a cultural process through which individuals express identities, negotiate meanings, and communicate values. These meanings are shaped within broader social and cultural contexts and, in today’s hyperconnected era, circulate across markets, media, and communities with unprecedented intensity. This book examines emerging artists as cultural agents – Symbolic Architects of Consumption – focusing on Bad Bunny and Saint Levant as market-shaping actors whose music, narratives, aesthetics, and public identities communicate values and cultural codes far beyond the artistic sphere. Drawing on established Theories, the book shows how these artists create and circulate meanings and symbolic codes that shape consumption across fashion, language, lifestyles, and digital culture. Through in-depth case analysis and experimental evidences the volume offers a new perspective on how contemporary cultural actors shape meanings, markets, and consumption together the effects on emotional engagement, symbolic identification, and behavioural responses.

Shaping Consumer Behaviour and Value Creation in the Hyperconnected Era

Symbolic Architects of Consumption

This book explores the intricate relationship between age and online communication, offering a comprehensive analysis of how aging influences consumer responses to digital information. As the global population ages, understanding these dynamics is crucial for marketers and researchers alike. Covering key concepts such as older consumers’ trust in online reviews, their purchasing preferences, and their responses to corporate sustainability messages, the book adds a novel perspective to a field dominated by research into younger consumers. Through empirical studies, the authors provide actionable insights for communication specialists, highlighting the importance of tailoring strategies to different age groups. This book is a must-read for those seeking to enhance their understanding of consumer behavior in the digital age.Giovanni Pino is an Associate Professor of Business Management at the University of Chieti-Pescara (Italy). His research focuses on sustainable consumption behavior, the adoption of new digital technologies, and marketing communications. He has led internationally funded research projects on these topics and has published in scholarly journals, such as the International Journal of Research in Marketing, the Journal of Business Research, and the Journal of Advertising Research.Antea Gambicorti is an Assistant Professor of Marketing at the Vienna University of Economics and Business – WU (Austria). Her research focuses on consumer behavior and well-being, with a particular interest in consumer responses to craft and handmade products, the role of groundedness in consumers’ lives, and older consumers’ behavior in online communication. She has published in scholarly journals, such as the International Journal of Management Reviews and the Journal of Interactive Marketing.Alessandro M. Peluso is a Full Professor of Business Management at the University of Salento, Lecce, and an Adjunct Professor of Sustainable Marketing at LUISS Guido Carli University, Rome (Italy). His research focuses on social communication, elderly consumer behavior, and sustainable consumption. He has published several articles in scholarly journals, including the Journal of Business Ethics, the Journal of Consumer Research, and the Journal of Marketing Research.

This book explores the intricate relationship between age and online communication, offering a comprehensive analysis of how aging influences consumer responses to digital information. As the global population ages, understanding these dynamics is crucial for marketers and researchers alike. Covering key concepts such as older consumers’ trust in online reviews, their purchasing preferences, and their responses to corporate sustainability messages, the book adds a novel perspective to a field dominated by research into younger consumers. Through empirical studies, the authors provide actionable insights for communication specialists, highlighting the importance of tailoring strategies to different age groups. This book is a must-read for those seeking to enhance their understanding of consumer behavior in the digital age.

How Aging Shapes Consumer Responses to Online Communication

Age and the Internet

The Science Behind Desire

THE PSYCHOLOGY OF LUXURY

This book explores how emerging technologies such as Generative AI, immersive experiences (VR/AR/MR), service robots, and the Internet of Things (IoT) are transforming consumer experiences and redefining marketing strategies. It examines how these innovations enable hyper-personalization, seamless engagement, and dynamic interactions, using real-world examples such as Apple Vision Pro, Netflix, and IKEA’s AR app. Beyond innovation, the book critically addresses the ethical, legal, and societal challenges these technologies present, from algorithmic bias and misinformation to sustainability and consumer trust. It provides actionable strategies to navigate these complexities while maximizing the benefits of smart technologies in marketing.&nbsp;Each chapter features case studies, interactive exercises, and thought-provoking questions, making it an engaging resource for both academic and professional audiences.Looking toward the future, the book explores emerging trends like emotion-sensing AI and neuromarketing, offering insights into how consumer experiences might evolve by 2035. Designed for academics, researchers, marketers, students, and policymakers, it blends theory with practical applications to provide a balanced and forward-thinking perspective. This book is an essential resource for anyone looking to understand and navigate the rapidly evolving landscape of marketing technology. With a balance of theoretical depth and real-world application, it offers valuable insights for academics, researchers, marketers, students, and policymakers seeking to harness emerging technologies while addressing their challenges.

This book explores how emerging technologies such as Generative AI, immersive experiences (VR/AR/MR), service robots, and the Internet of Things (IoT) are transforming consumer experiences and redefining marketing strategies. It examines how these innovations enable hyper-personalization, seamless engagement, and dynamic interactions, using real-world examples such as Apple Vision Pro, Netflix, and IKEA’s AR app.&nbsp;Beyond innovation, the book critically addresses the ethical, legal, and societal challenges these technologies present, from algorithmic bias and misinformation to sustainability and consumer trust. It provides actionable strategies to navigate these complexities while maximizing the benefits of smart technologies in marketing. Each chapter features case studies, interactive exercises, and thought-provoking questions, making it an engaging resource for both academic and professional audiences.Looking toward the future, the book explores emerging trends like emotion-sensing AI and neuromarketing, offering insights into how consumer experiences might evolve by 2035. Designed for academics, researchers, marketers, students, and policymakers, it blends theory with practical applications to provide a balanced and forward-thinking perspective. This book is an essential resource for anyone looking to understand and navigate the rapidly evolving landscape of marketing technology. With a balance of theoretical depth and real-world application, it offers valuable insights for academics, researchers, marketers, students, and policymakers seeking to harness emerging technologies while addressing their challenges.

Transformative Consumer Experiences

Emerging Technologies in Marketing

Communications in Computer and Information Science

First Workshop, InMan 2025, Held in Conjunction with ECAI 2025, Bologna, Italy, October 25–26, 2025, Revised Selected Papers, Part II

Intelligent Management

The Brain and Bias in Economic Behavior

Neurofinance

In an era defined by infinite information and limited human focus, attention has become the world's most contested resource. The Business of Attention is a rigorous, comprehensive guide to understanding how human focus is captured, measured, monetised, and manipulated in the modern digital economy - and what individuals and organisations can do about it.
Drawing on cognitive science, behavioural economics, neuromarketing, and digital strategy, this book reveals the invisible systems that compete for our minds every second of every day. From the foundations of the attention economy and the psychology of selective focus, to the ethics of algorithmic persuasion and the role of artificial intelligence in shaping human behaviour, each chapter equips readers with the frameworks they need to navigate a world engineered for distraction.
Entrepreneurs, marketers, and business leaders will discover how to build trust-based brands that earn attention through relevance and credibility rather than manipulation. Digital professionals will gain a practical understanding of engagement metrics, behavioural analytics, and predictive modelling - and learn how to use these tools responsibly. Students of business, psychology, and media will find a structured theoretical foundation that bridges academic research with real-world application.
Among the key topics covered: the economic scarcity of human attention; reward systems and habit formation in digital products; consumer decision-making under distraction; the ethics of dark patterns and persuasive design; surveillance, data extraction, and behavioural profiling; personalisation and recommendation algorithms; generative AI, synthetic media, and the future of influence; and strategies for sustainable engagement without exploitation.
As artificial intelligence accelerates the personalisation of persuasion and synthetic content floods every digital channel, the ability to understand and protect human attention has never been more urgent. The Business of Attention offers both the analysis and the ethical grounding needed to compete - and lead - in this new landscape.
For professionals, founders, students, and anyone who wants to understand the forces shaping modern minds and markets, this book is an essential guide to the defining economic battleground of the twenty-first century.

The Business of Attention

Energy Policy, Consumer Behavior, and Solar Photovoltaic Systems in the United States

The Role of Personality in Influencing Consumer Choices in the Sustainable Fashion Industry

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